Asda’s Tickled Pink has now raised over £50 million for two of the UK’s leading breast cancer charities, Breast Cancer Now (formerly known as Breast Cancer Campaign) and Breast Cancer Care.

How Asda supports breast cancer research

Following the 20th anniversary of Asda’s Tickled Pink campaign, the retailer has announced that it has reached another milestone – surpassing £50 million in funds in 2016 raised for the two breast cancer charities.

Complete with a new logo and ‘Proud to be Pink’ strapline, October 2016 saw Asda continue its impressive campaign efforts to support the campaign – from donations made at the point of sale of a number of popular household and own-brand products, as well as an extensive George clothing offering, to garnering the support of well known celebrities including Sam Faiers, Michelle Heaton, Lisa Snowdon and Colleen and Linda Nolan.

Further building on this, Asda colleagues throughout the UK also demonstrated they were Proud to be Pink – not only engaging customers in-store through games and coffee mornings, but participating in their own fundraising challenges. Three colleagues from Somerset cycled 154-miles from Asda Taunton to London, while two others from Asda Bromborough and Asda Arrowe Park hosted a local hospital ‘radiothon’ – hosting a show for 20 hours straight.

Charlotte Cool, Vice President of Corporate Affairs at Asda, commented:

“The battle against breast cancer affects tens of thousands of British women and hundreds of men every year. Asda is proud to have been a such an active supporter of the invaluable work of Breast Cancer Now and Breast Cancer Care over the past twenty years with our Tickled Pink campaign. What better way to mark this special anniversary than by reaching a landmark fundraising figure for such an important cause.”

The history of Tickled Pink

Over the last 20 years, Asda’s Tickled Pink has helped Breast Cancer Care and Breast Cancer Now achieve improved care support and information for anyone affected by the disease, as well as progress towards earlier diagnosis, improved treatments and a greater chance of survival for those diagnosed with breast cancer.

Tickled Pink was launched in 1996 with the aim of raising money for and awareness of breast cancer. The campaign and has grown in support each year thanks to dedicated Asda colleagues, customers and suppliers who give up time to fundraise and generously donate to the cause. The money raised has truly transformed the work of Breast Cancer Now.

As a founding partner, Asda helped us to create and develop the UK’s first ever national breast cancer Tissue Bank, which officially launched in 2012. The Tissue Bank is a unique national resource for researchers in the UK and Ireland.

It offers access to high-quality patient samples, detailed genetic and molecular information, which is open to all researchers to help produce better, quicker results. The Tissue Bank is vital to research and to unlocking the cures for all breast cancers.

Tickled Pink funding also enables Breast Cancer Now to fund life-saving research projects across the UK, looking at areas including risk and prevention, improving diagnosis and developing new and more tailored treatments.

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